The Central Office of Information has awarded its pounds 6 million
Working Family Tax Credit campaign to St Luke’s after a pitch involving
three other roster agencies.
The campaign will break this summer and is intended to inform the public
about the new tax scheme before its launch in October. The initiative,
which was announced by the Chancellor, Gordon Brown, in last year’s
Budget, will replace Family Credit. It is aimed at working families on
low incomes and will guarantee all families with at least one working
parent a minimum income of pounds 180 a week.
’We are delighted to extend our relationship with the COI and to be
given the opportunity of announcing a major policy initiative,’ Mark
Lewis, an account director at St Luke’s, said. ’The communications
challenge is to overcome the barriers of suspicion and scepticism
surrounding the tax system to ensure that take-up is as high as
Media planning will be handled by Manning Gottlieb Media, which pitched
with St Luke’s against Ogilvy & Mather, Euro RSCG Wnek Gosper and TBWA
GGT Simons Palmer for the business in a pitch run by the Inland
Media buying will be through roster shops.